The Cielo X1 3.0 launch is a premium Melbourne-based activation celebrating HOKA’s lightest and most advanced race shoe to date. Anchored by the global “Speed of Light” campaign, the event brings together athletes, media, KOLs and the running community through an immersive launch experience, athlete moments and community programming. Designed to elevate HOKA’s race-day credentials, the activation blends innovation, performance and culture to drive brand momentum, content creation and market impact across Australia and New Zealand.

On Friday 30th January, HOKA will celebrate the Speed of Light with special community events to mark the release of HOKA’s anticipated peak performance shoe: HOKA Cielo X1 3.0.

From 6:30am in Collingwood (19-21 Johnston St), HOKA will bring together elite athletes, ambassadors, run clubs and the broader running community for a speed run session with the first wear tests in the country of HOKA Cielo X1 3.0 - finishing with coffee, snacks and community chats.

From 3pm, HOKA will host a Running Rituals session, including a Q&A with HOKA athletes - followed by a runner-focused pilates session designed to support performance and recovery (complimentary, limited tickets available).

The celebration continues from 5pm with the Speed of Light Hub - a place for runners to drop in and connect, experience the HOKA Cielo X1 3.0 firsthand, whilst enjoying casual food and drinks.